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Brand Breakout

Overview of attention for book
Cover of 'Brand Breakout'

Table of Contents

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    Book Overview
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    Chapter 1 Introduction
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    Chapter 2 The Asian Tortoise Route
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    Chapter 3 The Business to Consumer Route
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    Chapter 4 The Diaspora Route
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    Chapter 5 The Brand Acquisition Route
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    Chapter 6 The Positive Campaign Route
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    Chapter 7 The Cultural Resources Route
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    Chapter 8 The Natural Resources Route
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    Chapter 9 The National Champions Route
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    Chapter 10 Conclusion
Attention for Chapter 6: The Positive Campaign Route
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Chapter title
The Positive Campaign Route
Chapter number 6
Book title
Brand Breakout
Published by
Palgrave Macmillan, London, January 2013
DOI 10.1057/9781137276629_6
Book ISBNs
978-1-349-44674-2, 978-1-137-27662-9
Authors

Nirmalya Kumar, Jan-Benedict E. M. Steenkamp, Kumar, Nirmalya, Steenkamp, Jan-Benedict E. M.

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